بررسی عوامل موثر بر ارتقای ارزش ویژۀ برند با تأکید بر ترفیع و تصویر شرکت (مطالعۀ موردی: اپراتور های تلفن همراه)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران

2 کارشناس ارشد مدیریت بازرگانی، دانشکدة مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

هدف پژوهش حاضر بررسی عوامل مؤثر بر ارزش ویژة برند با تأکید بر مشوق‌های پولی و غیر پولی و همچنین، تصویر شرکت در بین دانشجویان دانشگاه شهید بهشتی است. سنجش متغیرهای تحقیق با استفاده از پرسشنامه صورت پذیرفت. پس از اطمینان از پایایی و روایی، پرسشنامه در  میان نمونه‌ای متشکل از 344 نفر از دانشجویان دانشگاه شهید بهشتی توزیع شد. روش تحقیق توصیفی و از شاخة همبستگی و مبتنی بر معادلات ساختاری است. این پژوهش نشان داد که تبلیغات و مشوق‌ها بر ارزش ویژة برند تأثیرگذار است. اثر تبلیغات مثبت ولی اثر مشوق‌ها بر ارزش ویژة برند متفاوت بوده است. اثر مشوق‌های پولی بر ارزش ویژه منفی ولی اثر مشوق‌های غیر پولی بر ارزش ویژة برند مثبت بوده است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigation of the effective factors on brand equity enhancing with an emphasis on promotion and corporate image

نویسندگان [English]

  • Mohammad Reza Hamidizadeh 1
  • Mohammad Hossein Balaghi Inalu 2
  • Mahdi Ataei 2
1 Prof., Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran
2 MSc. in Business Management, Faculty of Management and Accounting, University of Shahid Beheshti, Tehran, Iran
چکیده [English]

The current study aims to investigate the effective factors on brand equity with an enphasis on monetary and non-monetary promotion and corporate image among students of Shahid Beheshti University. Evaluation of variables was conducted by means of questionnaire. After determining reliability and validity, the questionnaire was distributed among the samples  including 344 students of Shahid Beheshti University. The method of research is survey– correlation and is based on structural equation. This study showed that advertisement and promotions effecte brand equity. Nevertheless, advertisement has positive effect, but the effect of promotions was mixed. Monetary promotions had a positive effect on brand equity; non-monetary promotion, however, had a negative effect.

کلیدواژه‌ها [English]

  • brand equity
  • Corporate Image
  • handy phone
  • monetary promotion
  • non-monetary promotion

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